"Who, by running challenger tech brand OnePlus, knows exactly what it's like to have to constantly iterate, innovate and make every marketing penny work hard in an ultra-competitive market. So we asked Celina, whose career has taken her to Motorola, Nokia, Huawei and Asos before joining OnePlus in 2019, about the real challenges marketers face in such a fast-paced environment. She also shared shrewd advice on working for challenger brands, on the complexities of bringing work to life and creating award-winning campaigns on a budget."
"The launch day of the OnePlus 7T in Europe stands out. It was my very first launch event at OnePlus, and seeing nearly a thousand people turn up to engage with a product we had built from scratch was incredibly rewarding. That experience reinforced exactly why I chose to work in marketing, to create meaningful moments between brands and people. From the anticipation to the real-time feedback and connection with our community, the energy in the room was electric."
Celina Shi leads marketing at OnePlus, bringing experience from Motorola, Nokia, Huawei and Asos and joining OnePlus in 2019. She prioritizes challenger thinking and rejects 'nice' campaigns in favor of bold, attention-stopping ideas that force engagement. She emphasizes resilience under pressure, constant iteration, and squeezing maximal impact from limited budgets in an ultra-competitive market. Community engagement and creating meaningful launch moments are central tactics, exemplified by the OnePlus 7T Europe launch that drew nearly a thousand attendees. The 'Never Settle' ethos guides strategy, real-time feedback loops and strong brand-community connections.
Read at The Drum
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